The rollout of 4G in the UK has been one of the most torturous processes in the technology world in recent years, with in-fighting and delays hampering the availability of the superfast services that others in the world have been enjoying for years.
However, on Tuesday this all changed as Everything Everywhere, now called EE, unveiled plans to have 4G in cities across the UK by the end of the year.
The fallout from this may take some time to be seen but with the iPhone 5 set to be unveiled by Apple later on Wednesday, it could prove a huge game changer in the UK market.
If the device, as widely expected, includes 4G capabilities that can operate on EE's 4G network in the 1800MHz band, millions of consumers could well switch to EE in order to get the new device and benefit from the new services.
Apple will be rubbing their hands at this piece of fortunate timing as, if they had any concerns fervour for the iPhone was waning in the UK (yeah, right), the chance for it to sell it on 4G, which it probably didn't expect to be able to do for two years, could be a massive boon.
That said, it remains to be seen whether the next iPhone will work on EE's network. EE only recently secured permission from Ofcom to use its 1800MHz spectrum for 4G. And in the past, Apple has launched products, such as the new iPad, which worked on US 4G networks, but not with others.
For the consumer, the 4G rollout is great news. Now, superfast mobile speeds should be commonplace, offering faster videos, downloads and web browsing across the country.
No doubt those at O2 and Vodafone, who have already been vocal in their criticism of Ofcom for allowing EE to convert its 2G network to 4G, are fuming at the development as it could see what is their annual cash cow launch scuppered by EE's ability to offer 4G.
There may be one bit of good news for O2 and Vodafone customers, though. If millions of customers leave to take advantage of 4G services on EE, perhaps this will open up space on the network to make 3G services a little faster.
However, this benefit will do little to please the bean counters at the operators.
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